Tuesday, 09/27
8:15 AM
8:15 AM ET
Registration & Breakfast
9:00 AM
9:00 AM ET
Opening Remarks
- MC
- Ross Fadner, Director, Event Programming, MediaPost
9:15 AM
9:15 AM ET
Panel: Q4 Temperature Check: Quality, Price, Availability
Heading into 2017, nearly every agency and many brands already purchase some form of programmatic advertising inventory. Even more publishers employ automated channels for their sales strategy. And still, demand for quality programmatic inventory, especially video, outstrips supply, which means the price advertisers pay for this inventory should continue to rise. At what point will programmatic supply and demand stabilize? As we gear up for Q4, where is programmatic advertising today? What major issues still need to be addressed for this maturing medium? What should advertisers expect heading into Q4 2016 and beyond?
- Moderator
- Joe Mandese, Editor-in-Chief, MediaPost @jmandese
- PanelistS
- Vincent Bareges, VP of Publisher Development, Amnet Group
- Andrew Eklund, Founder and CEO, Ciceron @aeklund
- Doug Grumet, SVP, Media, AMP Agency
- Jeremy Hlavacek, Vice President, Global Automated Monetization, The Weather Company @jhlava
- Michael Moreau, COO, Link Data Cloud, Krux
10:00 AM
10:00 AM ET
Keynote Interview: Programmatic's Challenges and Opportunities for CPG Marketers
In our opening Keynote Q&A, Jonny Silberman, Director of Innovation & Strategy, Anheuser-Busch InBev, and Tobi Elkin, Editor, Real-Time Daily, will discuss A-B InBev's experience with programmatic media, including: challenges around programmatic, especially where mobile in-app campaigns are concerned; the challenges posed by programmatic for consumer package goods marketers vis-a-vis measurement; and the use of data in targeting, performance measurement, frequency capping, and overlap analysis.
- Interviewee
- Jonny Silberman, Director of Innovation & Strategy, Anheuser-Busch InBev
- Interviewer
- Tobi Elkin, Editor/Reporter, Real-Time Daily, MediaPost
10:30 AM
10:30 AM ET
Coffee Break
11:00 AM
11:00 AM ET
Panel: Blocking, Fraud and the Buy-Side
Without question, the twin forces of ad blocking and ad fraud hover like dark clouds over the horizon of programmatic advertising. Repetitive ads, ads that follow you everywhere, slow loading times, etc. lead consumers to purchase or download ad blockers. Meanwhile, fraud is pervasive, with non-human traffic accounting for a projected 21 percent of programmatic impressions in 2016. Some even say the problem is more widespread than has been reported. Left unchecked, these trends could utterly destroy an otherwise burgeoning economy. What is the buyers’ role in upending these trends? How are they finding clean inventory and shifting spend in and out of different channels? How is it impacting their relationship with clients, in particular?
- Moderator
- Ryan Hurley, Director of Performance Marketing, The Archer Group @ryan_hurley
- PanelistS
- Steve Carbone, Chief Digital & Analytics Officer, MediaCom
- Mark Howard, Chief Revenue Officer, Forbes Media
- Greg March, CEO, Noble People
- Mike Smith, Chief Data Officer, Hearst Magazines
- Mitchell Weinstein, SVP, Director of Ad Operations, IPG Mediabrands
11:45 AM
11:45 AM ET
Presentation: Unblocking the Path to a Better Browsing Experience
This Omnicom Media Group study provides an overview of the current state of ad-blocking, highlighting why consumers use them, as well as what motivates consumers to disable and/or uninstall them. The research suggests that ad-blocking is not inevitable, and that brands and publishers can take certain steps to minimize its impact.
- Presenter
- Priscilla Aydin, Associate Director, Primary Research & Insights, Annalect Group
12:15 PM
12:15 PM ET
Panel: Beyond Search: Can Programmatic Lead to Omnichannel Marketing Success?
To be sure, programmatic buying offers retailer marketers a way to expand their marketing efforts beyond search, but it also affords them the opportunity to expand their marketing efforts across every channel. Most sophisticated programmatic campaigns target audiences based on aggregate data, including buying history, search, demonstrated interests, age and other demographic info gleaned from your registration data—all of which can be used to inform or reinforce marketing efforts in other channels. How can marketers use the data at their disposal to better target in-market audiences? What are they learning by combining first, second and third party data, and how do they know they are interpreting it correctly?
- Moderator
- Dr. Augustine Fou, Digital Consigliere, Marketing Science Consulting Group, Inc. @acfou
- PanelistS
- Andrew Arthur, SVP, Product Lead on Data Partnerships, GfK MRI
- Nick Cavet, Associate Partner, Digital Strategy, VSA Partners @ncavet
- Scott Linzer, Vice President, Owned Media, iCrossing @slinzer
- Evan Magliocca, Brand Marketing Manager, Baesman Insights & Marketing @emagliocca
- Tyler Pietz, VP, Programmatic Strategy, Cadreon
1:00 PM
1:00 PM ET
Lunch
1:10 PM
1:10 PM ET
Sponsor Luncheon Presentation
1:30 PM
1:30 PM ET
Keynote Interview: How CarMax Leverages Programmatic
Our second Keynote Interview features a conversation between CarMax Director of Marketing Strategy and Customer Acquisition, Kyle Kuklinski and Ross Fadner, MediaPost’s Director of Event Programming. They will discuss how one the country’s largest new and used auto retailers uses programmatic advertising today, including its particular emphasis on testing and optimization, upper funnel vs. lower funnel messaging strategies, as well as revealing what the Fortune 500 brand is learning about its audience from its programmatic campaigns.
- Interviewee
- Kyle Kuklinski, Director, Marketing Strategy, Customer Acquisition, CarMax
- Interviewer
- Ross Fadner, Director, Event Programming, MediaPost
2:00 PM
2:00 PM ET
Panel: Programmatic Inventory: New Formats, New Day?
Even though it seems like everyone—including advertisers—, hates banner ads, banners are still by far the most popular ad format traded on exchanges today. However, industry-watchers claim that 2017 is the year programmatic offerings go truly omnichannel, as publishers ramp up the amount of video, rich media, native, Internet radio, OTT and sponsorship inventory available for purchase on exchanges. How does the definition of programmatic change as automated buying migrates to new channels? With some newer channels offering more immersive formats, how can buyers, sellers and their tech partners ensure that the same problems plaguing programmatic display—fraud, viewability, clickbaiting, etc—don’t infect the newer, more expensive inventory?
- Moderator
- Karl Spangenberg, SVP, MediaLink
- PanelistS
- Scott Bender, Global Head, Publisher Strategy & Business Development, Prohaska Consulting
- Ashley Evenson, Director, Emerging Media and Ad Solutions, Ciceron Digital Media Group @theadtechgirl
- Jim Lesser, President & CEO, BBDO San Francisco @jimlesser
- Jeanniey Mullen, Global Marketing Leader, Mercer @jeannieymullen
- Rich Sobel, SVP, Precision Solutions & Partnerships, Publicis Media @sobelsays
2:45 PM
2:45 PM ET
Coffee Break
3:15 PM
3:15 PM ET
Presentation: Programmatic Advertising: Back To The Future
Programmatic. If there’s any word in the modern advertising lexicon that provokes equal amounts of excitement and confusion, it's without a doubt, Programmatic. However, as the media landscape continues to evolve and becomes more complex, programmatic will take on increasingly more responsibility in making advertising more relevant, effective, and ultimately more efficient across channels. This session will deliver thoughts on the current state of programmatic advertising, and where it’s headed.
- Presenter
- George Musi, EVP, Global Managing Director, IPG Health @blue_449
3:45 PM
3:45 PM ET
Panel: The Media Commodity Economy
In June, News Corp CEO Robert Thomson responded to Facebook’s News Feed update (which effectively demoted media content in user feeds), claiming that the social behemoth is undermining media companies’ businesses. He suggested media companies should band together to extend their reach so they can more forcefully compete with the likes of Facebook and Google. What is he suggesting here, that media companies build a competitor to these giants, or rather, that they create a large private exchange or sales consortium that puts them more in control of their ad sales? Either way, haven’t we seen this movie before? What leverage do media companies have on Google and Facebook? Conversely, has the dominance of their platforms turned news and entertainment into mere commodities?
- Moderator
- Betsy Frank, Founder & President, Betsy Frank Insights
- PanelistS
- Amanda Damiano, Assistant Professor of Journalism, Media Studies, and Public Relations, Hofstra University
- Lung Huang, Global SVP, Business Development, Merkle @Lung_Huang
- Kavata Mbondo, VP, Revenue Strategy and Operations, Time Inc.
- Nancy Telliho, SVP, Marketing and Digital Initiatives, MPA, The Association of Magazine Media
4:30 PM
4:30 PM ET
Conference Concludes